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By contrast, female teens are much more interested in the<br />
fashion scene, spending far more than average on clothing.<br />
Thus, marketing programs designed only for the household<br />
or for the adult consumer will not offer the most effective<br />
way to reach heavy teen consumers. ■ See charts 1 and 2,<br />
page 23.<br />
Zooming in<br />
Once the teen consumer has been identified, direct marketing<br />
can begin. Using the Spectra system, a targeted profile of<br />
the Brand A teen consumer is devised to reveal what magazines<br />
they read, what TV shows they watch, what websites<br />
they surf, how they spend their free time and where they shop.<br />
In addition, subtle neighborhood differences are also<br />
exposed. For example, in the upscale urban areas characterized<br />
by Cosmopolitan Centers, teens are more likely to be<br />
achievers. They have good access to home computers, are<br />
savvy with money, and are less likely to watch TV. Teens in<br />
more downscale areas, Struggling Urban Cores, are more<br />
likely to access the Internet at school, and are very music<br />
oriented. They know what songs are in the Top 10, wear<br />
clothes that reflects their musical tastes and are likely to<br />
characterize themselves as rebels.<br />
Understanding the unique demographic nuances of teen consumers<br />
allows the execution of a precise marketing strategy<br />
among all the consumer segments that purchase the brand.<br />
In addition, not only do teens represent a large share of<br />
some product’s volume, they also are the next generation of<br />
consumers who will fuel growth for all brands in the CPG<br />
industry. A successful marketing campaign to teens will provide<br />
the foundation for brand loyalty and growth among<br />
this generation well into the future.<br />
The next big thing<br />
Keeping abreast of the next big thing on the horizon is critical.<br />
Think back to when the iPod Nano was introduced in<br />
September 2005 and the Video iPod in October 2005. At<br />
that time, Apple discontinued their older models, but several<br />
mainstream retailers continued to advertise these models<br />
while selling the incompatible accessories. Only a very few<br />
nimble retailers were quick to align themselves with the new<br />
iPod models by including photos and information on the<br />
front page of their websites.<br />
1960s<br />
• 40% of the U.S.<br />
population was under<br />
20 years old in 1965<br />
• Woodstock<br />
• Protests, civil rights,<br />
Vietnam<br />
• British invasion, Beatles<br />
• Bell bottoms, mini<br />
skirts, turtlenecks<br />
• The twist (dance)<br />
• Love beads<br />
• Surfing<br />
• Tie-dyed shirts<br />
• Bouffant hairdos,<br />
hair ironing, Afros<br />
• Go-go boots<br />
• Hippies, counter-culture<br />
or “alternative” culture<br />
• Recreational drugs<br />
1970s<br />
• Voting aged dropped<br />
to 18<br />
• The draft ended<br />
• 8-track tapes<br />
• Streaking<br />
• Feminism<br />
• Punk rock<br />
• Mopeds<br />
• Platform shoes,<br />
earth shoes<br />
• Disco<br />
• First video games<br />
• Rocky Horror<br />
Picture Show<br />
• Ecology<br />
1980s<br />
• MTV goes on the air<br />
• Latchkey kids<br />
• Jelly shoes<br />
• Video arcades<br />
• Rubik’s Cube<br />
• Boom boxes<br />
• Rap, hip-hop,<br />
break-dancing<br />
• Hacky sack<br />
• Trivial Pursuit<br />
• Madonna, Miami Vice,<br />
Michael Jackson<br />
• The Breakfast Club,<br />
and other John Hughes<br />
movies<br />
• Big hair<br />
• Live Aid<br />
• Music on CDs<br />
• Mullet haircuts<br />
1990s<br />
• The Worldwide Web,<br />
online chat rooms<br />
• Beanie babies<br />
• Piercings, tattoos<br />
• Boy bands—Backstreet<br />
Boys, N Sync, O-town,<br />
98 Degrees<br />
• Grunge<br />
• The Macarena<br />
• Extreme sports<br />
• Christian music<br />
• “Seinfeld,” “Friends,”<br />
“Simpsons”<br />
• DVDs<br />
2000s<br />
• iPod, MP3 players<br />
• Mobile phones for teens,<br />
text messaging,<br />
camera phones<br />
• Xbox, Playstation 2,<br />
Gameboy<br />
• Rubber wristbands<br />
• Reality TV shows<br />
• Tivo, DVRs<br />
• MySpace.com<br />
• Low-rise jeans<br />
• Napoleon Dynamite<br />
• Sports gambling,<br />
fantasy leagues<br />
• Body sprays<br />
• September 11th<br />
what’s next?<br />
25
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